Abstract: The present invention relates to a promoter sequence specific for expression of genes of interest in fruit endosperm. The invention further describes DNA constructs that contain the promoter, as well as the method using such constructs to produce transgenic plants, plant cells or protoplasts. The expression of the transgene only in the organ of interest enables accumulation of the exogenous transcript only in the fruit and constitutes an advantage over the constitutive expression, since it favors implementation of strategies that aim at obtaining cultivars having higher aggregate value like: adaptation to environmental stress, tolerance to pathogens, pests and agricultural defensives, increase in the nutritional and therapeutic value and a new alternative to systems of expression in plant organism, generating more competitive cultivars at lower costs.